The periodic buzz around Apple’s attempts to offer an OTT service grew louder this week amid reports that the tech giant is close to unveiling a product similar to Dish’s Sling TV.
Tech trade site Re/Code reports that Apple is talking to TV programmers about an OTT service that would bundle programming, but not an entire lineup.
“That means Apple wouldn’t be reinventing the way TV works today, but offering its own version of it, with its own interface and user experience,” writes Re/Code’s Peter Kafka.
Apple isn’t talking publicly about the talks, but TV execs have apparently been shown demos of the proposed service.
Apple has been trying for years to offer some sort of TV service beyond the channel and streaming apps offered on its Apple TV device.
In recent months, HBO, CBS, Univision, Sony, and Dish have all either announced or debuted streaming services that eschew traditional pay-TV providers.
The moves come at a time when streaming continues to eat away at linear TV viewing, and the pace of cord cutting has accelerated as consumers balk at high pay-TV bills.
Read More: Re/Code
Brief Take: With so many networks allowing their content to live outside of the pay-TV walled garden, the recent round of Apple OTT rumors may be closer to reality than past buzz.
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